target: 35-49 moms, work part time, high school education, some college.
objective: develop a integrated marketing communications program for dial soap using advertising, sales promotion, and collateral.
quote: “the big idea here is: the classic clean. by going back to the basics i was able to figure out the consumer”
functions: copywriting, art direction, photography, market research
All images were photographed by candice monster
Teens get bored after about two seconds. We know because they tweet about it over 5 million times a week (and because we were teens once). That's why vitaminwater, the experts at solving for boring stuff-see plain, old water-set out on a mission to make every other boring thing more brilliant for their fans. That's where we came in-helping them to transform Twitter from a 140-character yawnfest into a brilliant engine for direct response via social. One that could both deepen engagement on the spot and also drive fans to the brand website. So how did it all work? With a simple promise: Tweet us what's boring. And we'll make it brilliant. During the #makeboringbrilliant campaign, teens tweeted us what bored them using the hashtag, and we tweeted back with brilliant content made just for them. Your mom's cat is boring? We'll answer with a brand new pet: the (cat + owl) meowl. Awake in the middle of the night? We'll send you a sexy panda vid to serenade you to sleep. All in all, over 1,000 unique videos, gifs, and images were created-including hipster zombies, yeti nanas, and one extremely sultry kangaroo. The results of all this custom (and sometimes crazy) work? Teens everywhere got direct replies that made their borings brilliant. Over one million fans were driven to vitaminwater.com. And Twitter called the campaign "best in class" at its #furtherfaster conference, which was really just the icing on the cake. Or as we like to say, the vitamin in the water. Because-well, you get it.
target: 20’s-40’s who like to entertain
objective: develop a winning client pitch for triscuit
quote: “a great head start into working with clients, and even better that this pitch was created primarily by interns. you know, us little people...winning big accounts”
functions: concepting, copywriting, campaign development, web advertising concepts, and out of home ideas.
Panagra Brewing Co.
Print, Digital, Social, Experiential
Create a new brand of craft beer casual enough for hipsters, but elegant enough for wine drinkers, to be the beer of all things creative.
Reposition craft beer as the beverage for making things happen. A new occasion and a new look, for a new kind of beer.
My partner and I came up with the look/feel/tone/branding of this new beer company from top to bottom. We started with a blank can(vas) and the inspiration brewed from there.
Digital, Social, Experiential
Create excitement and engagement for a premium, exclusive vacation (the first official Zumba Cruise) to an audience who doesn’t typically commit beyond their Zumba Classroom.
Create a call to port that only the Zumba lover can hear stirring that inner instinct to grab their girlfriends, and take the Zumba to the next level— the high seas.
YouTube - Facebook - Twitter - Instagram
Designed and constructed four sports arenas out of Pringles materials for use in our short form social content.
Football - Basketball - Soccer - Hockey
NRG/SEPTA (Southeastern Pennsylvania Transit Authority)
Outdoor, Transit, Print
Leverage NRG’s partnership with SEPTA to create brand awareness and educate potential customers on energy deregulation. What does that mean? Basically, people are not aware of NRG or that they can actually CHOOSE their energy provider in a city like Philly. We also faced the challenge of renaming a formerly established station.
Launch a fully integrated station domination using copy driven takeover ads throughout all of SEPTA’s marketing channels. (Subway ads, bus wraps, train wraps, posters, digital ads, etc)
All Copy: CandiceMonster
Design: Lauren Daniels
Print, Digital, Social
There are so many barriers when getting an online degree, how do we remove them and motivate consumers to take that next step?
There are many reasons to say no, but you only need one to say yes. Remind consumers of that honest, and sometimes funny voice in their head that knows all the reasons (big and small) that planted the idea of getting their degree, in the first place.
All of these lines were written by Candice Monster
Maintain a monthly e-mail campaign that creates brand awareness, and drives online and in-store sales.
objective: come up with tagline options to launch oneblood, an innovative & forward thinking blood donation center.
target: single, college educated 2+ years, suburban or city. 25-35, 65k HHI.
objective: develop a print campaign that convinces our target that ally online banking is the best way to bank
quote: “ i used a straightforward voice with these. ally bank has a no bs standard that i continued in tone. a renegade brand of sorts. ”
functions: copywriting and art direction by candicemonster
worked at phil fung studios 2012-2013
-taught children's art classes ages to 6-12
-in house graphic designer
-artist and salesperson
-wine and design assistant